The Better Why
In this fast-changing world, nothing is changing faster than ourselves – both as customers, and as brands.
For insights leaders and customer activists this presents a moment of accelerated change and opportunity.
Are we ready?
Welcome to The Better Why.
In 2020 customers have fundamentally reappraised themselves, demanding that the companies that serve them follow suit. We wanted to explore how this shift has created a moment of opportunity for insights.
We interviewed more than 100 insight leaders and customer activists from global brands including MARS, Walmart, McDonalds, Bose, GE, General Mills, Salesforce, Converse, Bacardi, Estée Lauder, Uber and more to explore this moment of accelerated change in business.
What we heard is that the wider context in which insights operates has been changing for some time, but, while progress had begun to lag, COVID-19 has catalysed this change to an almost unimaginable rate.
And as customers re-examine every aspect of their selves, the most relevant businesses are doing the same – at an astonishing rate – providing opportunities and challenges for insights.
The result of this research is The Better Why Report and Conference.
We asked 400 insights,
brand and marketing professionals to tell us which issues are at the top of their agenda in 2020. Their answers indicate that a fundamental shift is happening across the industry and more broadly within business.
31%
Most interested in how to create cut-through and drive strategic decisions
27%
Most interested in how to define what better business looks like
22%
Most interested in how to embed into the business to drive timeliness
20%
Most interested in how to effectively democratize insight to prioritize strategic work
The Better Why Report
Hear from over 100 insights leaders on how to grasp the opportunity of this inflection point.
With recommendations for success, this report will leave you with inspiration about how to:
- Structure the strategic and the tactical
- Work more effectively with agency partners
- Design your projects with purpose and at speed
- Translate customer needs into business imperatives
ON DEMAND
The Better Why Conference
SEPTEMBER 24, 2020
THE BETTER WHY CONFERENCE ON DEMAND
KEYNOTE: Change, choice and the battle to stay relevant
C Space president, Jessica DeVlieger, identity theorist and Wharton Professor Americus Reed II and The Marketoonist go head-to-head on the opportunity that deep customer understanding presents and why, as professionals, we sometimes still struggle to hit the mark.
Americus Reed II
Professor of Marketing, Wharton University of Pennsylvania
Tom Fishburne
Founder, CEO, Marketoonist
Jessica DeVlieger
President, Americas, C Space
THE BETTER WHY CONFERENCE ON DEMAND
The Data Conundrum
As different forms of data proliferate across the business (and are more accessible than ever), every department has an answer to ‘the customer’ – and yet, the customer sees the organization as one company, one experience. In this session, insights leaders share some of the innovative ways they are creating a shared understanding of the customer, across the organization.
Laura Jones
Global Head of Product Marketing and Customer Engagement, Uber
Gabriela McCoy
Director, North America Strategic Insights and Analytics, Barcardi
Justine Karmin Lai
Director, Data & Analytics,
C Space
Tom Fishburne
Founder, CEO, Marketoonist
THE BETTER WHY CONFERENCE ON DEMAND
Democratize to Prioritize
The customer is now increasingly seen as a part of everyone’s job, which can be both empowering and worrying to an insights function. Hear where your peers have had success in bringing customers into the organization in unique and meaningful ways, how you can ensure the integrity of insights that are created when more people have access to tools and customers. We discover how democratizing the job of “insights” can free up insights leaders to do the work that is the most impactful.
Jody Ayers
Senior Director, Customer Journeys, Walmart
Estrella Lopez-Brea
Head of Insights for Snacks, Ice-Cream and Compete, General Mills
Renae Geraci
Senior Manager, Research & Operations, Design and Creation Products Group, Autodesk
Samantha Rothkopf
Chief Development Officer, C Space
THE BETTER WHY CONFERENCE ON DEMAND
Timing is Everything
The timeline on critical business decisions continues to accelerate. Decisions need to be made in hours not weeks, and if you have no input to give, decisions get made with the customer (and without the insights function). Join this discussion where we dig into how insights leaders are effectively positioning themselves as strategic partners to the business and ensuring the customer is a part of the most critical decisions.
Jami Guthrie
Vice President, Consumer Insights, McDonald’s
Whitney Dunlap-Fowler
Founder, Insights in Colour
Laurie Krause
EVP, Insights and Analytics, Wells Fargo
Jessica DeVlieger
President, Americas, C Space
THE BETTER WHY CONFERENCE ON DEMAND
Defining What Better Business Means
Individual consumers have more power than ever, and they will no longer put up with companies that don’t share their values. Insights is uniquely positioned to drive an agenda that defines success for business as inclusive of, but more than top line growth. Join this discussion to hear stories of how your peers have been bold and led the way in the fight for inclusion and diversity in insights and more broadly in business.
Colleen Funkey
Executive Director, Consumer Insights, Estee Lauder
Joanne Pearson
Director, Global Customer Insights, Jaguar Land Rover
Neha Viswanathan
Associate Director, C Space
Americus Reed II
Professor of Marketing, Wharton University of Pennsylvania
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